Tom’s Opinion: This is a breath of fresh air, it’s great to get some informed writing on this topic. Too often when PR is discussed, what’s really being discussed is "media relations", which although a major element of the profession is not the whole story. This is also the reason why we see so much rubbish about the "death of PR". The reality is that great communication remains a strong and valuable asset and Web 2.0 doesn’t change that. Yes it’s about relationships (duh), yes it’s about understanding the tools and channels, but at the core it’s about great communication and and audience insight.